One of the highlights of last August’s PROJECT show in Vegas was our introduction to Warriors of Radness (W.O.R.). The brand brings back the two fingers up attitude of original surf wear, rooted in an upbringing through all facets of LA life. From the beaches of Malibu to the streets of East LA. Warriors of Radness captures lifestyle and feeling, in opposition to the bulk of the surf fashion industry.

The brand is the brainchild of surfer Trace Marshall. Trace, along with brother Chad, grew up surfing First Point Malibu. There he rubbed shoulders with surfing's local elite, as well as artists Thomas Campbell and Barry McGee. These influences lead to freeform ideas about style and art -- all combined in a challenge to cultural norms. Chad, less tied to the arts, built a career in surfing, progressing to winning 1st at the 40th annual MSA contest. The brothers collective surf pedigree is celebrated in a signature board from Anderson Surfboards, called simply “the Brothers Marshall Model.” Beyond Trace also W.O.R. ks on a customized wetsuit line called “Dirty Rubbers.”

Warriors of Radness began with another foray into fashion, GONZ! With this brand, Trace started his formal relationship with Fresh Jive founder Rick Klotz. With the brothers Marshall, Klotz serves as one of the hands in the pie of W.O.R. . The connection fused through shared interests serves well, as the line builds on a cohesive thought process.

With surfing, as with many other co-opted subcultures, the line between authentic and complete rip off in the fashion world is often hazy. W.O.R. works to establish clear delineation. Their ethos is clear. As is the connection between the garments and their real lifestyle. The first collection will land at Opening Ceremony, OAK, Reserve and Mollusk Surf Shop. Just the right places to push anti-fashion sentiment directly against the machine.

Through email I exchanged thoughts with Trace about the line, surfing and the W.O.R. world view.